FAIRTRADE Certification Mark Guidelines Issue 1 – Autumn 2011
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Introduction
About these guidelines The FAIRTRADE Certification Mark is the most widely recognised ethical mark globally. These guidelines are here to provide direction on how to use the Mark and the term Fairtrade. They have been created to protect the integrity and values of the FAIRTRADE Certification Mark. The Mark represents a message of impact and empowerment of producers, helping them to create better lives for their families and communities. It is important to use it correctly. Designed as a detailed reference resource, it is essential to read Part One of the guidelines for general use of the Mark and the term Fairtrade and the relevant sections for specific use according to need. Please note that the same topic can be covered in different parts of the guidelines and all parts are complementary with each other. The comprehensive guidelines contain sections that specify most types of packaging and promotional usage, but they cannot cover everything. If clarification of any point or further advice on the use of the FAIRTRADE Certification Mark is needed, please use the contact details on the last page of these guidelines. The instructions given in these guidelines must be adhered to.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Contents
Part One BASIC GUIDELINES
Part Two Packaging guidelineS
1.1 About Fairtrade Fairtrade’s vision Fairtrade’s values Structure of the Organization Fairtrade system FAIRTRADE Certification Mark
2.1 Key packaging elements 06 07 08 09 10
1.2 Certification Mark Meaning of the Mark Clear space Colours International versions Max Havelaar versions Maintaining the Mark The positive and negative Marks Relationship with other marks Size and proportion Size guide
12 13 14 15 17 19 20 21 22 23
© Fairtrade Labelling Organizations International e.V. 2011
Key elements on pack Overview of packaging elements Positioning of the Mark – brand hierarchy Positioning of the Mark – front of pack Positioning of the Mark – edge of pack Product title and descriptor Consumer facing packaging Transportation Packaging requirements – checklist
26 27 28 29 30 31 32 33 34
2.2 Specific requirements Fruit and vegetables Drinks Alcoholic drinks Flowers Plants and trees Sports balls
36 39 40 42 45 47
Part Three PROMOTIonal materials
Part Four Essential information
3.1 Promoting Fairtrade products
4.1 Fairtrade Statement
Out-of-home Vending machines Print and online advertising Press and events Online use
Overview Physical traceability Mass balance
51 55 58 59 60
63 64 65
4.2 Appendices Artwork approval Licensee responsibilties Disclaimer Protecting the Mark Fairtrade and artwork terms Glossary Contact details
FAIRTRADE Certification Mark Guidelines
68 68 69 70 71 72 73
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Part One Basic guidelines
About Fairtrade
Part ONE 1.1 About Fairtrade This section explains how Fairtrade would like to be seen and understood globally.
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About Fairtrade Fairtrade’s vision
Fairtrade’s vision Fairtrade’s vision is for a world in which all producers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future. Our aspiration is to transform global trade by promoting fairer trading conditions. To achieve this, Fairtrade will be positioned as the guiding light for sustainable development, touching more lives more deeply than any other ethical certification scheme.
How to understand and talk about Fairtrade Fairtrade is a global Organization working to secure a better deal for farmers and workers. Fairtrade believes that trade can be a fundamental driver of poverty reduction and greater sustainable development, but only if it is managed for that purpose, with greater equity and transparency than is currently the norm.
© Fairtrade Labelling Organizations International e.V. 2011
People can overcome disadvantage and marginalisation if they are empowered to take more control over their work and their lives, if they are better organised, resourced and supported, and can gain access to mainstream markets under fair trading conditions. Fairtrade also believes that people, businesses and civil society institutions in the developed world are supportive of trading in this way. This is particularly the case when they understand the needs
of producers and the opportunities that Fairtrade offers to change and improve their situation. Fairtrade’s work is driven by informed consumer choices, and the desire of businesses to meet the expectations of their customers, both of which provide crucial support for wider campaigning to reform international trade rules and create a fairer economic system.
FAIRTRADE Certification Mark Guidelines
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About Fairtrade Fairtrade’s values
Creating shared belief Fairtrade’s work is about empowerment. Fairtrade values sit at the heart of the Organization to drive decision-making and actions.
Fairtrade’s values are:
Action Integrity Respect Challenge Optimism
Action
Challenge
Integrity
Optimism
We get the right things done, efficiently and effectively. Our focus and determination are evident in the practical ways we deliver services to achieve maximum impact for people and communities.
To nurture and promote fairness and justice in trade, we are honest, trustworthy and transparent, operating to the highest ethical standards with absolute integrity.
We strive to dramatically increase the impact of our work. We set the agenda for fairness in trade by creating benchmarks, encouraging innovation and community involvement.
We believe we can make life better. We cultivate ideas, seek out opportunities and face the future with enthusiasm.
Respect
We treat everyone with dignity and understanding. We value the diversity of our own people and those with whom we relate.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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About Fairtrade Structure of the organization
The following entities make up the Fairtrade Organization: Organization system and movement Fairtrade is an alternative approach to conventional trade and is based on a partnership between producers and consumers. Fairtrade offers producers a better deal and improved terms of trade. This allows producers the opportunity to improve their lives and plan for their future. Fairtrade offers consumers a powerful way to reduce poverty through their everyday shopping. When a product carries the FAIRTRADE Certification Mark it means the producers and traders have met Fairtrade Standards. The standards are designed to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade.
© Fairtrade Labelling Organizations International e.V. 2011
Fairtrade International (FLO)
Fairtrade International is a non-profit, multi-stakeholder body that is responsible for the strategic direction of Fairtrade, sets Fairtrade Standards and supports producers.
FLO-CERT
FLO-CERT is an independent certification company, owned by FLO. FLO-CERT inspects producers and traders to ensure they comply with Fairtrade Standards.
Fairtrade Labelling Initiatives (LI) These are national Organizations that market Fairtrade in their country. There are currently 19 Fairtrade Labelling Initiatives covering 23 countries in Europe, North America, South Africa, Japan, Australia and New Zealand. These Organizations also license companies in their country to use the FAIRTRADE Certification Mark.
Fairtrade Producer Networks
These are associations that Fairtrade certified producer groups may join. There are currently three Producer Networks representing producers in Africa, Asia and Latin America and the Caribbean. Through these networks, Fairtrade producers can influence decisions that affect their future.
Fairtrade Marketing Organizations
These are national Organizations that market and promote Fairtrade in their country, similar to Labelling Initiatives. FLO directly licenses companies in these countries to use the FAIRTRADE Certification Mark. There are currently two Fairtrade Marketing Organizations in the Czech Republic and South Korea.
FAIRTRADE Certification Mark Guidelines
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About Fairtrade Fairtrade system
The FAIRTRADE system COMMUNITY
The FAIRTRADE Certification Mark means that products meet the social, economic and environmental standards set by Fairtrade International. The Mark certifies products not companies. It does not cover the companies or organisations selling the products. The Mark represents an international system of alternative trade that assures consumers that the farmers and workers have been paid a fair and stable price for their produce. This fair price covers the cost of sustainable production. When consumers buy products with the Mark, they make a positive difference to the livelihoods of small-scale producers and farmers around the world.
Producer
CONSUMER
Product
The Fairtrade Premium enables producers and farmers to invest in developing their businesses and to improve the quality of their communities. It is paid on top of the agreed Fairtrade price and producers decide democratically how to use it.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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About Fairtrade FAIRTRADE certification Mark
The FAIRTRADE Certification Mark The FAIRTRADE Certification Mark is an independent, trusted and widely recognised product certification that reinforces the message that Fairtrade producers have benefited from purchase of the product. The FAIRTRADE Certification Mark ensures that international Fairtrade Standards have been met. The Mark offers consumers a positive way to buy products in solidarity with those who produced them. Buying Fairtrade products helps producers struggling to improve their livelihoods and communities. The label is now available in 50 countries.
Registered trademark
The FAIRTRADE Certification Mark is the intellectual property of Fairtrade International (Fairtrade Labelling Organizations International e.V., FLO) and is internationally registered as a trademark.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Certification mark
Part one 1.2 Certification mark This section gives an overview of how the FAIRTRADE Certification Mark must be used.
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Certification mark Meaning of the Mark
the Certification mark The FAIRTRADE Certification Mark was created in 2002 to replace the variety of different national marks used by Fairtrade Organizations. It was updated in 2011 to refine and simplify the design, to achieve clearer stand-out and increased legibility on pack and to enhance Fairtrade awareness. The Mark symbolises the optimism of producers, linking the everyday determination of people in developing countries with the aspiration of consumers everywhere to make a difference. In the design of the Mark, the blue sky of potential is connected to the fresh green of new growth by the symbol of the producer with an arm raised in celebration of human endeavour and empowerment.
Registered trademark symbol
Roundel
White keyline
White wordmark
Registered trademark
The FAIRTRADE Certification Mark is the intellectual property of Fairtrade International (Fairtrade Labelling Organizations International e.V., FLO) and is internationally registered as a trademark. The Mark must not be altered, copied, reproduced or otherwise used without receiving prior written permission from Fairtrade International or its designated sub-licensing bodies (Labelling Initiatives – LIs).
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark
FAIRTRADE Certification Mark Guidelines
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Certification mark Clear Space
Minimum clear space To preserve the visual independence of the FAIRTRADE Certification Mark when sitting next to text or graphics, a clear space must be maintained around the Mark which is equal to half the width of the Mark, defined as X.
1/2 X
X
1/2 X Measuring the Mark The width of the FAIRTRADE Certification Mark is measured from black edge to black edge, excluding the white keyline and the registered trademark symbol ®
To ensure that the impact of the Mark is not diminished by other design elements or logos, no text or graphic must touch the Mark or enter the clear space. The Mark must remain uncluttered. It must not be integrated into any other image, text or graphic, even if the clear space is respected.
Exceptions
When space is limited, eg on small tags or labels, the minimum clear space may be reduced to the width of 1/4 X.
© Fairtrade Labelling Organizations International e.V. 2011
1/2 X
FAIRTRADE Certification Mark Guidelines
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Certification mark Colours
Fairtrade colours When using the colour version of the FAIRTRADE Certification Mark, the colours specified here must be used. Accurate representation of these colours is crucial to enhancing consumer recognition of the FAIRTRADE Mark on packaging. Other colours that are too similar to Leaf Green or Sky Blue must not be used, in order to protect the integrity of the Mark as a certification mark. If the brand already uses colours close to Leaf Green or Sky Blue or where colour restrictions apply, the Black & White version of the Mark must be used.
Fairtrade Sky Blue
CMYK
RGB
HTML
PMS 306 C (coated) PMS 306 U (uncoated)
C 79 M 0 Y 7 K 0
R 0 G 185 B 228
#00B9E4
PMS 382 C PMS 380 U
C 28 M 0 Y 92 K 0
R 190 G 214 B 0
#BED600
N/A
C 0 M 0 Y 0 K 0
R 255 G 255 B 255
#FFFFFF
PMS Cool Grey 7 C PMS Cool Grey 7 U
C 0 M 0 Y 0 K 50
R 154 G 155 B 156
#9A9B9C
PMS Process Black C PMS Process Black U
C 50 M 50 Y 50 K 100
R 30 G 30 B 30
#1E1E1E
Fairtrade Leaf Green
Fairtrade White
Matching colours
Colours may vary depending on paper stock and printer. Please match colours as closely as possible to PMS coated swatches.
Pantone Matching System (PMS)
Fairtrade Grey
Fairtrade Black
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Certification mark International versions
Standard versions The FAIRTRADE Certification Mark is available in Colour and Black & White versions, both positive (black ®) and negative (white ®). To achieve maximum contrast between the background colour and the registered trademark symbol, the positive or negative version must be chosen accordingly. The full colour version of the Certification Mark is the most recognised and is recommended. If production challenges present themselves with the colour version of the Mark, the Black & White version may be used.
Printing on coloured substrate
When printing the Mark onto a coloured or transparent substrate, the white keyline and FAIRTRADE wordmark must be printed in white as a spot colour. The FAIRTRADE Certification Mark files provided by Fairtrade International are the only versions that can be used. Use of any other colours or adaptations is not allowed.
Colour Mark positive
Colour Mark negative
Colour Mark with black ® symbol
Colour Mark with white ® symbol
Black & White Mark positive
Black & White Mark negative
Black & White Mark with black ® symbol
Black & White Mark with white ® symbol
EPS files: FCM_PMS_Pos FCM_CMYK_Pos FCM_RGB_Pos
EPS files:
EPS file:
EPS file:
FCM_PMS_Neg FCM_CMYK_Neg FCM_RGB_Neg
FCM_BW_Pos
FCM_BW_Neg
To request an Illustrator EPS file of the FAIRTRADE Certification Mark, see the last page for contact details. For versions with the Max Havelaar strapline, see page 17.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Certification mark International versions
Limited use versions The Black Mark and White Mark have been created as an exception when the overall printing is restricted to one colour and that colour is black or white. Use of the full colour version of the Certification Mark is still strongly recommended, whenever possible.
Printing on coloured background Both Marks may be printed on a coloured, preferably neutral background provided there is sufficient contrast between the background colour and all the elements of the Mark. The Mark must not be printed onto patterns, busy backgrounds or bright background colours.
© Fairtrade Labelling Organizations International e.V. 2011
Black Mark
White Mark
What to avoid
What to avoid
Single colour Mark black
Single colour Mark white
EPS file:
EPS file:
FCM_Black
FCM_White
The Black Mark must not be printed in white as it will result in a negative version of the Mark
The Black Mark or the White Mark must never be printed in any colour other than black or white
FAIRTRADE Certification Mark Guidelines
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Certification mark Max Havelaar Versions
Country-specific versions The FAIRTRADE Certification Mark with a strapline indicating members of the ‘Max Havelaar’ movement is available in Colour and Black & White versions, both positive (black ®) and negative (white ®). These versions of the Mark may only be used for products sold primarily in Belgium, France, The Netherlands and Switzerland. The FAIRTRADE Certification Mark Max Havelaar files provided by Fairtrade International are the only versions that can be used. Use of any other colours or adaptations is not allowed. All guidelines for the standard (international) versions of the Certification Mark apply, see page 15. To request an Illustrator EPS file of the FAIRTRADE Certification Mark Max Havelaar, see last page of these guidelines for contact details.
© Fairtrade Labelling Organizations International e.V. 2011
Colour Mark MH positive
Colour Mark MH negative
Black & White Mark MH positive
Black & White Mark MH negative
Colour Mark with black ® symbol
Colour Mark with white ® symbol
Black & White Mark with black ® symbol
Black & White Mark with white ® symbol
EPS files:
EPS files:
EPS file:
EPS file:
FCM_MH_BW_Pos
FCM_MH_BW_Neg
FCM_MH_PMS_Pos FCM_MH_CMYK_Pos FCM_MH_RGB_Pos
FCM_MH_PMS_Neg FCM_MH_CMYK_Neg FCM_MH_RGB_Neg
FAIRTRADE Certification Mark Guidelines
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Certification mark Max Havelaar Versions
Limited use versions It might not always be possible to print the FAIRTRADE Certification Mark in full colour, for example when printing is restricted to one colour or when printing onto rough or absorbent surfaces like shipping boxes or textiles. For these instances the Black Mark and the White Mark have been created, which should only be used as an exception. Use of the full colour version of the Certification Mark is still strongly recommended, whenever possible. The Black Mark and the White Mark may only be printed in black and in white. They are not allowed to be printed in any other colour. All guidelines for the limited use (international) versions of the Certification Mark apply, see page 16.
Black Mark MH
White Mark MH
What to avoid
What to avoid
Single colour Mark black
Single colour Mark white
EPS file:
EPS file:
FCM_MH_Black
FCM_MH_White
The Black Mark must not be printed in white as it will result in a negative version of the Mark
The Black Mark or the White Mark must never be printed in any colour other than black or white
To request an Illustrator EPS file of the FAIRTRADE Certification Mark Max Havelaar, see last page of these guidelines for contact details.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Certification mark Maintaining the Mark
Incorrect use of the Mark It is important that the appearance of the FAIRTRADE Certification Mark is protected. The Mark must never be altered, recreated or distorted in any way. The Mark has a registered trademark symbol ®, which must always appear and sit outside the keyline. The FAIRTRADE Certification Mark files provided by Fairtrade International are the only versions that can be used.
Do not use old versions of the Mark with a black keyline inside the roundel
The colours, type and trademark symbol must never be changed
The Mark must always be shown in an upright position and never tilted
The Mark must not be changed in any way
The Mark must not be stretched or skewed out of proportion or have rounded edges
The Mark must not be reproduced in any single colour other than black or white
The Mark must not be framed nor incorporated into a design
Do not remove any elements from the Mark
Old versions of the Mark
Please make sure to use the most recent version of the Certification Mark. The Mark has been updated in 2011 and all previous versions of the Mark must be replaced.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Certification mark the Positive and Negative Marks
Use of the positive and negative marks The FAIRTRADE Certification Mark, including the registered trademark symbol ®, must always be clearly visible and not be obscured by any other graphic or background pattern. When printing the Certification Mark against a background other than white, the Mark must have a white keyline and the registered symbol must be legible. Use of the positive or negative version of the Mark, see page 15, should result in the highest possible contrast between the registered trademark symbol ® and the background. In general, the positive version should be used on white or light coloured backgrounds. The negative version should be used on dark coloured backgrounds.
Negative version
Black border
Registered symbol not legible
Positive version
White border
Registered symbol not legible
Busy backgrounds
If the Mark is used against an extremely busy background, an even border must be added to surround the Mark, the white keyline and the ® symbol. The border should be half of the minimum clear space (1/4 X), see page 13.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Certification mark Multiple MARKS
Relationship with other marks Horizontal relationship
The points here are a guide to managing relationships between the FAIRTRADE Certification Mark and other ethical marks or seals. In situations where there is more than one mark supporting or collaborating with the FAIRTRADE Certification Mark, consistency and clarity are a priority. Our aim is to ensure the FAIRTRADE Mark remains independent at all times to avoid a conflict of interest, potential mixed messaging or confusion in the marketplace. The FAIRTRADE Mark must not be placed in such a way that it could be associated as belonging to any company or organisation other than Fairtrade International or its members.
1/21/2 X X
X X
1/21/2 X X
Vertical relationship 2 X2 X
1/21/2 X X
1/21/2 X X
1/21/2 X X
1/21/2 X X
1/21/2 X X
X X
1/21/2 X X
The FAIRTRADE Mark must not be smaller than any other certification or ethical mark on the same pack and must always comply with the size requirements in these guidelines. See size and proportion on page 22. The distance between the FAIRTRADE Mark and other certification or ethical marks should be at least half the width of the Mark (1/2 X) so that they are seen as independent of each other.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Certification mark Size and Proportion
Size of the Mark The FAIRTRADE Certification Mark must be used in a size that is in proportion with the size of the packaging or promotional item. This size guide has been designed to support selection of the correct size of the Mark on these items. It must be used as a guide to the recommended maximum and minimum size of the Mark allowed on different packaging or promotional item sizes. The minimum sizes shown on this page aim to ensure reproduction and appropriate scale of the Mark. For certain products or promotions, the sizing may differ from the matrix presented here.
Minimum size
A4: 21 mm
A5: 17 mm
A6: 15 mm
A7: 13 mm
A8: 11 mm
Size guide (ISO 216 – A series)
Example Applications
Maximum Mark size (Width)
Minimum Mark size (Width)
A1 (594 x 841 mm)
Posters, display stands
66 mm
60 mm
A2 (420 x 594 mm)
Display stands, POS
46 mm
42 mm
To ensure legibility, extra care must be taken when producing the FAIRTRADE Certification Mark in small sizes. As a guide, the Mark should not be reproduced in sizes smaller than 7 mm wide for printed materials, providing the type is still legible.
A3 (297 x 420 mm)
Posters, POS, flower bunches
33 mm
31 mm
A4 (210 x 297 mm)
Large packs, 1 litre cartons
21 mm
19 mm
Measuring the Mark
A5 (148 x 210 mm)
Packs and labels
17 mm
15 mm
A6 (105 x 148 mm)
20-50 bag tea pack
15 mm
13 mm
A7 (74 x 105 mm)
750 ml bottle labels
13 mm
11 mm
A8 (52 x 74 mm)
Labels and hang tags only
11 mm
7 mm
The width of the Mark is measured from black edge to black edge, excluding the white keyline and the registered trademark symbol ®, see page 13.
© Fairtrade Labelling Organizations International e.V. 2011
Min: 7 mm
FAIRTRADE Certification Mark Guidelines
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Certification Mark size guide
A4
297 mm x 210 mm
A5
210 mm x 148 mm
A6
148 mm x 105 mm
A7 105 mm x 74 mm
A8
74 mm x 52 mm
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Packaging Guidelines
Part TWO Packaging guidelines
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Product Packaging
Part TWO 2.1 KEY packaging ELEMENTS
This section provides an overview of how and where to place the FAIRTRADE Certification Mark on packaging. Individual sections that follow cover specific product type packaging.
25
Product Packaging KEY elements on Pack
Key elements on pack When placing the FAIRTRADE Certification Mark on product packaging, it is important that consumers are clear about the role of the Certification Mark in relation to the branding.
Front of pack
Back of pack
The following pages outline the rules that must be followed when using the Cerification Mark and the name Fairtrade on any product packaging.
Elements on pack ❶ Brand ❷ Sub-brand ❸ Product title ❹ Product descriptor ❺ FAIRTRADE Certification Mark ❻ Fairtrade Statement and website
© Fairtrade Labelling Organizations International e.V. 2011
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Product Packaging overview
overview of packaging elements The chart on the right provides a summary of all the elements that must be considered for product packaging.
Element
Consumer-facing
Non-Consumer-facing
The FAIRTRADE Certification Mark must appear on the front of the pack together with the brand. The Fairtrade ingredients and the Fairtrade Statement must appear on the side of the pack that has the ingredient information. The Fairtrade Statement must be placed on any packaged consumer product that is Fairtrade certified. The use of the Fairtrade website is also compulsory.
Brand name
Compulsory
Page 28–29
Compulsory
Page 33
FAIRTRADE Certification Mark
Compulsory
Page 28–30
Compulsory
Page 33
Fairtrade in product title/ descriptor
Useful advice
Page 31
Useful advice
Page 31
Licensee company name
Useful advice
Page 32
Compulsory
Page 33
Producer FLO-ID
Useful advice
Page 32
Compulsory
Page 33
The Fairtrade licensee reference code or producer FLO-ID is compulsory for certain products and markets.
LI reference code
Compulsory for some products
Page 32
Compulsory for some products
Page 33
Fairtrade ingredients list
Compulsory
Page 63
Useful advice
Page 63
Fairtrade Statement
Compulsory
Page 63
Useful advice
Page 63
Fairtrade website
Compulsory
Page 63
Useful advice
Page 63
Compulsory elements
Artwork approval
Packaging artwork must be approved by Fairtrade as part of the design and production process. Please see the contact details for artwork approval on the last page of these guidelines.
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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Product Packaging Positioning of the Mark
Brand hierarchy When placing the FAIRTRADE Certification Mark on product packaging, it is compulsory to also show the brand and product title/descriptor on the front of the pack. A clear hierarchy must always be maintained between the Mark and the brand. The Mark must not be placed in such a way that it could be misinterpreted as belonging to any company or organisation other than Fairtrade International or its members. The brand should always be larger or at least more prominent than the Certification Mark, which should ideally be positioned near the bottom of the pack, away from the brand. The two must be independent of each other and it is not permitted to use Fairtrade or the name of a Labelling Initiative (LI) as part of the product’s brand name. The Certification Mark must never appear on unbranded retail products.
Brand colours
When the full colour Mark is used, Fairtrade Leaf Green and Fairtrade Sky Blue, or colours that are similar to them, must not be included in the brand or sub-brand or used as the defining colour of the packaging.
© Fairtrade Labelling Organizations International e.V. 2011
01 Correct use
02 Hierarchy
03 Unbranded products
The Mark must be placed on the front of the pack, away from the brand
The Mark must not be more prominent than the brand or identity
The Mark must not appear on unbranded retail products
FAIRTRADE Certification Mark Guidelines
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Product Packaging Positioning of the Mark
Front of pack The FAIRTRADE Certification Mark must always be placed on the front of the pack and be visible to the consumer when the product is viewed from the front. When positioning the Mark, the brand hierarchy rules must be followed. The Mark must be less prominent than the brand and positioned away from it. It should be placed in the bottom left or right corner of the pack and may also be centred horizontally.
Product title
Product title
Please note
If the product is to be merchandised in a shelf tray or counter display unit, this must be taken into account in positioning the Mark. In case the Mark is obscured by the shelf tray or unit, it must be re-positioned or an additional Mark must be placed on the shelf tray or counter display unit. Please see page 32.
Back of pack
In addition to the front of the pack, the Mark may also be placed on the back of the packaging next to the Fairtrade Statement.
© Fairtrade Labelling Organizations International e.V. 2011
Position of the Mark
Cylindrical objects
Multiple front faces
The Mark should preferably be positioned in the bottom left or right corner, or centred horizontally
On round or cylindrical objects, it is allowed to move the Mark half out of the line of vision but at least half of the Mark must always be seen when the pack is viewed from the front
The Mark must appear on any side of the packaging that can be regarded as the front of the pack
FAIRTRADE Certification Mark Guidelines
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Product Packaging Positioning of the Mark
Edge of pack To ensure visual impact and legibility, the positioning of the FAIRTRADE Certification Mark on the pack must be carefully considered. The brand hierarchy must be maintained. The Mark must not be printed too close to any area that will be seamed, sealed or cut.
Distance from edge of pack
When positioning the Certification Mark on the pack, a minimum of 5 mm should always be maintained between the Mark and the edge of the pack (A), or any seals, seams or creasing lines, to allow for production tolerances. The minimum clear space (1/2 X) applies to the other sides of the Mark (B), see page 13.
Product title
1/2 X
1/2 X
5 mm
5 mm
The trademark symbol
All versions of the Mark have the registered trademark symbol ®, which must not be moved or deleted.
5 mm
© Fairtrade Labelling Organizations International e.V. 2011
1/2 X
1/2 X
5 mm
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Product Packaging Product title and descriptor
Product title and descriptor The term Fairtrade can be used (noncompulsory) in a product title or product descriptor, providing it is not used as a brand or sub-brand. It is not allowed to use the name of an LI, for example ‘Max Havelaar’, as part of the product title.
Single product
Products made using only one ingredient and that ingredient is Fairtrade, eg coffee. Name: Fairtrade coffee
Composite product with all Fairtrade ingredients
Composite products being made solely from Fairtrade ingredients, eg chocolate (made with Fairtrade cocoa and Fairtrade sugar). Name: Fairtrade chocolate
Composite product with some Fairtrade ingredients
Products with Fairtrade ingredients and ingredients that are not Fairtrade, eg chocolate cake. Fairtrade must only be used in the product title/descriptor to identify the significant or characterising Fairtrade ingredients. Name: Cake with Fairtrade cocoa and sugar
© Fairtrade Labelling Organizations International e.V. 2011
Single Fairtrade Product
composite Fairtrade ingredients
Acceptable product title:
Acceptable product title:
Fairtrade bananas
Fairtrade coffee cappuccino
Fairtrade Cabernet Sauvignon
Rum with Fairtrade sugar
Fairtrade rich roast coffee
Muffin with Fairtrade cocoa
Product title not acceptable:
Product title not acceptable:
Fairtrade (Brand Name) Cabernet Sauvignon
Fairtrade cappuccino
Max Havelaar coffee
Fairtrade rum
Use of the term Fairtrade is not permitted when it is used as a brand or sub-brand:
Use of the term Fairtrade is not permitted when it is not clear which ingredient is Fairtrade certified:
Fairtrade muffin with chocolate
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Product Packaging consumer-facing packaging
Retail packaging The FAIRTRADE Certification Mark must be applied to any shelf trays, counter display units and boxes that contain loose Fairtrade certified products for sale in a consumerfacing environment. However, it must only be used on units where all items in the container are Fairtrade certified.
Shelf trays and counter display units
B
P
01
03
02
04
FL C
When placing the Mark on a tray or display unit, the same brand and product title/ descriptor that is on the product must also be shown on the unit. The Mark does not need to be printed on the unit if at least one Certification Mark on a product within a unit is visible.
Boxes for loose sale
Any boxes or containers that are used for the sale of products in a consumer-facing environment must include the following: the Certification Mark, brand, product title/ descriptor, FLO-ID or LI reference code and Licensee name and country of origin. The same requirements apply when the produce itself carries the Mark. This applies for instance to shipping boxes that are also used in a retail environment, eg for bananas. The Mark must not be used if not all of the products are certified.
© Fairtrade Labelling Organizations International e.V. 2011
01 Display units
02 Display units
If the Mark on the product pack is obscured by the unit, the Mark, brand and product title/ descriptor must be printed on the unit
If at least one Mark on a product within the unit is visible the Mark does not need to be printed on the unit
03 Containers for loose sale
04 Certified and uncertified products
Any boxes or containers used for the loose sale of Fairtrade certified products in a consumer-facing environment must carry the Mark
Use of the FAIRTRADE Certification Mark is not allowed if not all products within one container are Fairtrade certified
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Product Packaging Transportation
Shipping and bulk packaging All boxes or containers used for transportation of Fairtrade certified products that will be placed in a consumer-facing environment must include the following: the Certification Mark, brand, product title/ descriptor and the Licensee name or LI reference code. Recommended: FLO-ID or LI reference code and Fairtrade Statement. Please make sure that the transport box labels comply with FLO-CERT requirements.
01 Shipping boxes The use of the Black Mark is only acceptable on nonconsumer-facing packaging
Exceptions
The use of the monochrome Black Mark is only acceptable on non-consumerfacing containers when printed on a neutral background, see pages 16 and 18. For communicating that transport cartons contain certified products, the Fairtrade Statement, eg 100% Fairtrade coffee, can be used instead of printing the Certification Mark.
© Fairtrade Labelling Organizations International e.V. 2011
02 Bulk packaging Packaging that might be used for shipping but also in a consumer-facing environment, eg wine boxes, should show the colour Mark
01 02
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Product Packaging Packaging requirements
Product packaging – Checklist
artwork Approval Written approval must be received from from your Labelling Initiative or FLO artwork team prior to printing or public distribution of any packaging that displays the Certification Mark. Double check artwork before submitting to keep re-submissions to a minimum as errors will delay the approval process. These guidelines can be applied to most types of packaging but they do not cover everything. If clarification is required on any of these points, or for further advice, go to the last page of these guidelines.
Products displayed or sold as Fairtrade certified must have a FAIRTRADE Certification Mark. The full colour version of the Mark is recommended. The Mark must be placed on the front face of the packaging or product and be visible to the consumer. The Mark should preferably be positioned near the left or right bottom edge or corner. The Mark must always appear as an independent product certification mark. It is not to be confused with the brand name or identity. It must be less prominent than the brand and positioned away from it. The Mark must be used at a size that is in proportion with the size of the packaging and the other elements on the front face. In addition to the above, the presence of a product title or descriptor, the product owner (eg Licensee) and the producer FLO-ID or LI reference code on the package is recommended. The Fairtrade Statement must be placed on any packaged consumer product that is Fairtrade certified. And remember, never alter the FAIRTRADE Certification Mark. For artwork approval first contact your local LI (http://www.fairtrade.net/ labelling_initiatives1.0.html) or Fairtrade International at
[email protected].
© Fairtrade Labelling Organizations International e.V. 2011
FAIRTRADE Certification Mark Guidelines
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product PAckaging
Part two 2.2 specific requirements This section covers use of the FAIRTRADE Certification Mark on food and drinks. A separate section covers non-food: flowers and plants, and sports balls.
35
Food and drinks Fruit and vegetables
Pre-packaged fruit and vegetables Packed fruit or vegetables must have the FAIRTRADE Certification Mark on the net, package or box. Each unit must have at least one Mark applied to the front of the pack.
01 Giro band On giro bands wrapped around net bags, the Mark can be repeated for the length of the band
BRAND
Clear plastic bags
Product title
When printing directly onto a transparent substrate, eg plastic bag, the colour white must be printed, see pages 12 and 15.
02 Plastic bag Fairtrade Statement www.info.fairtrade.net FLO-ID
Compulsory information
Packs, nets and labels: FAIRTRADE Certification Mark, brand, product title/ descriptor. The Fairtrade Statement and website are compulsory for pre-packaged fruit and vegetables, see page 63.
The Mark with the Fairtade Statement can be printed directly onto the bag or an adhesive label or a combination of the two
02
01
03 Package or box The Mark must be positioned on the front face of any packaging, clearly visible to the consumer
Optional information
Producer FLO-ID or LI reference code and product owner (eg Licensee).
BRAND Product title
BR
Pro
ID
/ RE F CO
ct
titl
D
e
FLO ID / REF
BRAND Product title
CODE
BRA
FLO ID / REF
CODE
Prod
uct
DE
FLO ID / REF
CODE
O
COD
E
F CO / RE
REF
ID
ID /
title
FL
FLO
ND
D N tle A ct ti BRProdu
FLO
BRAND Product title
AN
du
DE
03
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FAIRTRADE Certification Mark Guidelines
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Food and drinks Fruit and vegetables
Fruit and vegetables sold loose 01 Large adhesive label
Fruit or vegetables, sold either loose or in multiples of the same type, must be labelled individually with the FAIRTRADE Certification Mark. Bananas will need to carry at least one Mark on the bunch.
BRAND Product title
BRAND Product title
Adhesive labels
The adhesive label can be rectangular, oval or round but the Mark itself must remain unaltered. If multiples of one fruit are sold as a unit, eg a bunch of bananas, each unit must have at least one adhesive label applied. The adhesive labels must not be used for any other purpose.
BR
Pro
AN
du
FLO-ID/REF
ct
titl
When placing the Mark on a larger label that includes the brand name, the Mark has to remain independent from the brand and must be no smaller than 7 mm wide
D
e
FLO-ID/REF CODE FL
O-I
D/
RE
F
01 02 Size of the Mark Depending on the size of the adhesive label required for the fruit or vegetable, the width of the FAIRTRADE Certification Mark must be no smaller than 7 mm and the word ‘Fairtrade’ must be perfectly legible
BRAND NAME
BR
AN
D
NA
ME
RE
Compulsory information
FC OD
E
02
On the label: FAIRTRADE Certification Mark.
Optional information
REF CODE
min: 7 mm
Producer FLO-ID or LI reference code. A brand or country of origin can be placed on the label provided the minimum clear space of the Mark is applied.
03 Exception
03
© Fairtrade Labelling Organizations International e.V. 2011
Please note the round sticker version of the Mark has been created for use on fresh fruit only and must not be used for any other purpose
FAIRTRADE Certification Mark Guidelines
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Food and drinks Fruit and vegetables
fruit and vegetables exceptions Fairtrade certified fruit and vegetables that are too small to be labelled individually must be displayed in a box.
01 Collar or hang tag Fruit or vegetables with a rough surface (eg pineapples) should have a hang tag or collar tag
Fruit and vegetables with a rough surface, eg pineapples, must be labelled with a hang tag or collar tag.
Compulsory information
BRAND
BRAND
FLO-ID/REF CODE
FLO-ID/REF CODE
Product title
On the display box: FAIRTRADE Certification Mark, brand, product title/ descriptor, Fairtrade Statement and website, see page 63.
BRAND Product
On the hang or collar tag: FAIRTRADE Certification Mark, brand, product title/descriptor.
01
Product title
title
F CODE FLO-ID/RE
Optional information
Producer FLO-ID or LI reference code. Optional information can be added to the hang or collar tag provided the minimum clear space of the Mark is applied.
02 Display box Fruit and vegetables that are too small to be labelled individually must be sold in a display box
01 02
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FAIRTRADE Certification Mark Guidelines
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Food and drinks Drinks
Drinks The FAIRTRADE Certification Mark must be printed on all types of container that drinks can be sold in, for example bottles, pouches, tetra-pak containers, boxes or cans. The Mark must always be placed on the front of the package. Please make sure it is placed away from the brand and clear of folds, seams, edges or seals. These guidelines also apply to any other packaging such as gift boxes and bulk packaging that will appear in retail outlets.
Product title
Labels with the Certification Mark must be machine-applied (not hand-applied) to bottles or packs.
Compulsory information
Front of pack: FAIRTRADE Certification Mark, brand, product title/descriptor Back of pack: Fairtrade Statement and website
Optional information
Producer FLO-ID or LI reference code
© Fairtrade Labelling Organizations International e.V. 2011
Seamed, sealed or cut edges
Bottles and cylindrical objects
On pouches, boxes or tetrapak containers, the Certification Mark must be on the front and must not be placed on folds, seams, edges or seals
On bottles, the Mark must be printed on the main adhesive label and be clearly visible when viewed from the front
Multiple front faces On packs or boxes with multiple faces, the Mark must be placed on each side that can be regarded as front facing
FAIRTRADE Certification Mark Guidelines
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Food and drinks Alcoholic drinks
Bottle Labels On bottles, the FAIRTRADE Certification Mark can be printed directly onto the front and back labels. Alternatively it can be placed on a separate band label, as shown on the next page.
01 Front of bottle The Mark must be clearly visible when viewed from the front
Front label
02 Fairtrade Statement
On the front of the bottle, the Certification Mark should be positioned on the main product label, away from the brand. The Mark must be clearly visible when looking at the front of the bottle. The Mark may be placed in a separate band that sits directly below the main label.
The Fairtrade Statement must be placed on the back label
03 Collar tag BACK LABEL
Back label
Product description
The Fairtrade Statement and website must be printed on the back label, clearly separated from the product description. The Certification Mark may be repeated on the back label. However, this is not compulsory.
FLO-ID/REF CODE
Product information Lorem ipsum consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, sanctus est dolor.
Product description
The Mark may only be used on a collar tag when the Mark is also printed on the bottle label. The producer FLO-ID or LI reference code must also be on the bottle label
Fairtrade Statement
Compulsory information
Front of pack: FAIRTRADE Certification Mark, brand, product title/descriptor Back of pack: Fairtrade Statement and website 01
© Fairtrade Labelling Organizations International e.V. 2011
02
03
FAIRTRADE Certification Mark Guidelines
40
Food and drinks Alcoholic drinks
Band labels When the FAIRTRADE Certification Mark cannot be printed directly onto the product label, it may be placed on a separate band label underneath the product label.
01 Front label When printing the Certification Mark on a separate band label, it must be placed underneath the main label
The height of the band label will be determined by the Mark’s clear space, while the width of the band label must follow the size of the product label.
Sizes
02 Back label
When placed on the band label of a 750 ml bottle, the size of the Certification Mark should be no larger than 13 mm wide.
The Fairtrade Statement should be placed on a band label at the back of the bottle BACK LABEL
Compulsory information
Product description
Front label: FAIRTRADE Certification Mark, brand, product title/descriptor Back label: The Fairtrade Statement and website must be on the back label which can be a separate band.
Product description
02
03 Positioning of the Mark The Certification Mark must not be placed around the bottle neck. A rectangular or square sticker with just the Certification Mark is not allowed
Fairtrade Statement
01
© Fairtrade Labelling Organizations International e.V. 2011
Product information Lorem ipsum consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd.
03
FAIRTRADE Certification Mark Guidelines
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Non-FOOD Flowers
Single stem flowers Single stem flowers or other single stem elements, like foliage, which are displayed and sold as Fairtrade certified, must have a single stem adhesive label carrying the FAIRTRADE Certification Mark. This applies to single stems that are either sold individually or included in a bouquet.
FLO-ID/REF
It is compulsory to show the producer FLO-ID or LI reference code on the single stem label. The presence of a brand or product title/descriptor is recommended.
Adhesive label The single stem adhesive label must be applied by the Licensee or by the producer organisation on behalf of the Licensee.
Fairtrade Statement
Where space is available, the Fairtrade Statement and the website should be placed on the single stem label, see page 63. Because of limited space, it is not compulsory to put the Fairtrade Statement and website on small labels.
Compulsory information
On the single stem label: Producer FLO-ID or LI reference code
FLO-ID/REF
Optional information
Fairtrade Statement and website
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FAIRTRADE Certification Mark Guidelines
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Non-FOOD pre-packaged Flowers
certified FLowers All pre-packaged Fairtrade certified flowers or foliage, single stem or bunches, displayed and sold as Fairtrade must have a FAIRTRADE Certification Mark on the product packaging. The compulsory information can be printed onto a sleeve wrap, an adhesive label attached to the sleeve wrap or a combination of label and sleeve wrap. The Mark, Fairtrade Statement and website must be together.
Bouquets
The Mark must not be used on bouquets or bunches which are reformulated to include uncertified flowers or foliage, eg at a retailer or florist, and they cannot be referenced as Fairtrade.
BRAND
BRAND
Product title
Product title
Fairtrade Statement FLO-ID Fairtrade Statement FLO-ID
Compulsory information
On the packaging: FAIRTRADE Certification Mark, brand, product title/ descriptor, producer FLO-ID or LI reference code, Fairtrade Statement and website, see page 63.
Optional information
Placement of the Mark
Adhesive label
To ensure the Mark is visible when the flowers are displayed in a bucket, it must be placed in the top third of the packaging
All compulsory information must be printed onto a sleeve wrap or on an adhesive label attached to the sleeve
Product owner (eg Licensee)
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Non-FOOD pre-packaged Flowers
Certified flowers sold with uncertified foliage When all of the pre-packaged flowers are Fairtrade certified but the foliage is not, the bouquets or bunches must have the FAIRTRADE Certification Mark. In addition, a disclaimer statement to make it clear that only the flowers are Fairtrade certified is compulsory.
Uncertified flowers
If not all flowers in the bouquet or bunch are certified, no Mark is allowed on the packaging.
BRAND
BRAND
Product title
Product title
Compulsory information
On the packaging: FAIRTRADE Certification Mark, brand, product title/ descriptor, producer FLO-ID or LI reference code, Fairtrade Statement and website, see page 63. Disclaimer statement: Foliage from conventional farms to be placed under the product title/descriptor.
© Fairtrade Labelling Organizations International e.V. 2011
Foliage from conventional farms
Foliage from conventional farms
Fairtrade Statement FLO-ID
Fairtrade Statement FLO-ID
Placement of the Mark
Disclaimer
To ensure the Mark is visible when the flowers are displayed in a bucket, it must be placed in the top third of the packaging
If the flowers are certified but foliage isn’t, a disclaimer statement must be added
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Non-FOOD Plants and trees
Plants and Trees Fairtrade certified plants and trees, potted or un-potted, must have the FAIRTRADE Certification Mark on the container, packaging or plant label.
01 Plant labels
Product title
Compulsory information
On the packaging or plant label: FAIRTRADE Certification Mark, product title/ descriptor, producer FLO-ID or LI reference code, Fairtrade Statement and website, see page 63.
If space is limited, the Fairtrade Statement can be printed on the back of the plant label Fairtrade Statement FLO-ID
Optional information
Please note that the brand is not compulsory on the packaging.
Product title
01
Product title
02 Adhesive labels The FAIRTRADE Certification Mark and Fairtrade Statement can be placed on a label or directly on the container
Fairtrade Statement FLO-ID
02
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Non-FOOD Bulbs
Flower bulbs Fairtrade certified bulbs, sold either loose or pre-packaged, must have the FAIRTRADE Certification Mark, Fairtrade Statement and website on the box. The individual bulbs are not labelled.
BRAND Product title
Packaged bulbs
Flower bulbs sold in a net or bag must have an adhesive label or giro band with the compulsory and optional information.
Compulsory information
Fairtrade Statement FLO-ID
On the box or label: FAIRTRADE Certification Mark, brand, product title/ descriptor, producer FLO-ID or LI reference code, Fairtrade Statement and website, see page 63. 01
02
© Fairtrade Labelling Organizations International e.V. 2011
01 Loose bulbs
02 Packaged bulbs
Loose bulbs must be in a display box. The individual bulbs are not labelled
Flower bulbs sold in a bag or net must have a label showing the FAIRTRADE Certification Mark and Fairtrade Statement
FAIRTRADE Certification Mark Guidelines
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Non-Food sports balls
Sports Balls Sports balls that are Fairtrade stitched or assembled must have a brand or club name, the FAIRTRADE Certification Mark, an accompanying statement and LI reference code printed directly onto the panels of the ball. The Mark should be visible from any angle and must be printed at least twice (maximum three times) on the ball.
01 Fairtrade Statement
FLO-ID / LI ref code
Compulsory information
Accompanying statement FLO-ID / LI ref code
A brand or club name is compulsory on the surface of the ball and must be more prominent than the Certification Mark. The Mark must have an accompanying statement specifying the type of sports ball, eg Fairtrade assembled football. Fairtrade (assembled/stitched) (type of ball)
Optional information
The Fairtrade Statement and website are optional. Fairtrade certification enables improved living and working conditions for the workers assembling this sports ball. www.info.fairtrade.net The producer FLO-ID or LI reference code can be placed underneath the sports ball accompanying statement.
© Fairtrade Labelling Organizations International e.V. 2011
The accompanying statement must be printed directly below each Mark
01
02 Reference code Accompanying statement FLO-ID / LI ref code
FLO-ID / LI ref code
02
The FLO-ID or LI reference code may be printed on the sports ball. It can appear below the statement or on a separate panel. A FLO-ID or LI reference code may be compulsory in some LIs
FAIRTRADE Certification Mark Guidelines
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non-food Sports balls
Packaged Sports Balls Packaged sports balls that are Fairtrade certified must have a brand or club name, the Certification Mark, the Fairtrade Statement and/or a reference to the website on the outer package. As an option the FLO-ID or LI reference code can also be placed on the package. If the brand name and Certification Mark printed on the sports ball are clearly visible, they do not need to be repeated on the outer packaging.
Compulsory information
Brand or club name, FAIRTRADE Certification Mark, Fairtrade Statement and website. Fairtrade certification enables improved living and working conditions for the workers assembling this sports ball. www.info.fairtrade.net
Outer packaging If the brand name and Certification Mark printed on the sports ball are clearly visible, they do not need to be repeated on the outer packaging FLO-ID / LI ref code
Optional information
The producer FLO-ID or LI reference code
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Part three Promotional materials
promotional material
Part three
3.1 Promoting Fairtrade Products This section covers use of the FAIRTRADE Certification Mark when promoting it in specific ‘out-of-home’ retail environments and in printed and online advertising and promotion.
50
Promotional materials out-of-home
Café menu Americano Cappuccino Espresso
Latte Mocha Macchiato
All our coffee is Fairtrade certified
Overview Please remember that all products that are identified and promoted as Fairtrade must be Fairtrade certified and carry the FAIRTRADE Mark. Application of the Mark on promotional items used in hotels, restaurants, cafés, independent confectionery shops and on vending machines is covered here.
Apple juice Orange juice Grapefruit juice
BRAND
BRAND
01 Brand name On promotional materials a brand name or logo must always be clearly displayed
All our coffee is Fairtrade certified
Positioning
The Fairtrade elements, see page 26, on a promotional item must be positioned or grouped together. They must always be less prominent than the brand and must never be used to imply endorsement or sponsorship of an event or brand by Fairtrade International or the Labelling Initiative unless permission is given. The promotional items should be positioned in close proximity to the relevant information on Fairtrade products.
Co-labelling with other ethical labels
Make sure the compulsory Fairtrade elements retain their independence from other ethical labels, see page 21. Be clear that the Certification Mark does not appear to be the ‘owner’ of the materials by being dominant.
BRAND02 Fairtrade elements
Buy nine Fairtrade coffees and get the tenth FREE
The Fairtrade elements must be grouped together and be less prominent than the brand
01 www.brand/fairtrade
03 Messaging Make sure the messaging about the Fairtrade product is clear
Café menu Americano Cappuccino Espresso
02
Latte Mocha Macchiato
All our coffee is Fairtrade certified
Apple juice Orange juice Grapefruit juice
03
© Fairtrade Labelling Organizations International e.V. 2011
BRAND
BRAND
FAIRTRADE Certification Mark Guidelines All our coffee is Fairtrade certified
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Promotional materials OUT-OF-HOME
Promoting Fairtrade products Cafés and restaurants
01 Menus
These guidelines are to enable Fairtrade products in out-of-home locations to be promoted correctly. The Fairtrade products featured must be clearly linked to the Certification Mark, and accompanied by a descriptive strapline identifying the products available.
Americano Cappuccino Espresso
Disposable cups or collars must only carry the Certification Mark if the business or brand offers only Fairtrade certified products in a complete category and the brand name features.
Latte Mocha Macchiato
02 Loyalty cards The Mark must only be placed on a loyalty card if all of the products advertised are Fairtrade certified
All our coffee is Fairtrade certified
The FAIRTRADE Certification Mark must only be used once on promotional items such as menu boards, cups or loyalty cards.
Cups or collars
On menus the Fairtrade certified products must be clearly linked to the FAIRTRADE Certification Mark
Café menu
Apple juice Orange juice Grapefruit juice
03 Disposable cups The Certification Mark must only be used on a cup or collar if all products sold in that category, eg coffee, are Fairtrade certified
01
BRAND
BRAND All our coffee is Fairtrade certified
Buy nine Fairtrade coffees and get the tenth FREE
02
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Promotional materials OUT-OF-HOME
Using the word Fairtrade The word ‘Fairtrade’ must only relate to the Fairtrade certified product – ‘Fairtrade certified coffee’. Please do not use generic reference to Fairtrade where the Fairtrade specific ingredient is not specified. For example, do not say ‘Fairtrade cappuccino’ or ‘Fairtrade latte’ as it is the coffee content which is Fairtrade and not the cappuccino itself. Similarly, terms such as ‘Fairtrade menu’ or ‘We are a Fairtrade café’ must not be used. To use the statement All our coffee is Fairtrade certified, all coffee provided, including filter and decaffeinated coffee, must be Fairtrade certified and identified with the FAIRTRADE Mark. The Mark must not refer to products that are not Fairtrade certified.
Café menu Americano* Cappuccino* Espresso* Latte* Mocha* Macchiato*
Fairtrade menu Hot chocolate* Tea* Milk shake Apple juice
* Fairtrade certified coffee, tea and hot chocolate
Espresso Mocha Macchiato
Fairtrade chocolate muffin Blueberry muffin
We sell Fairtrade certified products
Correct use
Things to avoid
Fairtrade products must be identified through use of an asterisk and a descriptive strapline specifying the products available
1 D o not use terms like ‘Fairtrade menu’ or ‘Fairtrade café’
3 F airtrade and non-Fairtrade products must be clearly separated
2 D o not use Fairtrade for products that are not 100% Fairtrade
4 D o not use generic reference to Fairtrade where the products are not specified
The Fairtrade products featured must always be clearly linked to the Certification Mark
© Fairtrade Labelling Organizations International e.V. 2011
Americano Fairtrade cappuccino Fairtrade latte
FAIRTRADE Certification Mark Guidelines
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Promotional materials OUT-OF-HOME
Retailers’ point of sale Shops and other retailers are encouraged to promote Fairtrade products by using posters, signs, stickers and other types of promotional material. Where these feature the FAIRTRADE Certification Mark, they must also have an accompanying call to action, such as: Ask about Fairtrade products or Buy products with the FAIRTRADE Certification Mark here.
Hotels and self service restaurants
Hotels or restaurants may wish to identify 100% Fairtrade certified honey, for example, when the honey is served unpackaged at breakfast, to signal the hotel’s commitment to Fairtrade. It can be marked with a tent card, or similar, making the claim.
Specialist chocolate shops and chocolatiers
02 01
Please ask the relevant artwork team for guidance.
© Fairtrade Labelling Organizations International e.V. 2011
01 Posters
02 Tent cards
Posters using the FAIRTRADE Certification Mark must use a call to action
Hotels and restaurants can promote their Fairtrade products with a leaflet, poster or tent card
FAIRTRADE Certification Mark Guidelines
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Promotional materials VENDING MACHINES
Branded vending machines – glass fronted
01
Mixed Fairtrade and non-Fairtrade
01 Brand name
For the Mark to feature on the machine, it is compulsory that at least 50% of the space be filled with Fairtrade certified products.
The vending machine must have a separate brand name or logo clearly displayed Chocolate, Fairtrade certified Chocolate, Fairtrade certified
Action statement
02 Mark and statement
Crisps Crisps
A statement must be added next to the Certification Mark, for instance:
The FAIRTRADE Certification Mark must be independent from the machine’s brand. A statement must be added next to the Mark
• Choose products with this Mark • Learn more about Fairtrade (Website depends on country of operation, see page 63.) • Look for the FAIRTRADE Mark on products (Website depends on country of operation, see page 63.)
Choose products Choose products with this Mark with this Mark
Choose products with products this Mark Choose with this Mark
02
Fairtrade Statement – optional
Please refer to the Fairtrade Statement, page 63.
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Promotional materials VENDING MACHINES
Fairtrade certified branded machines When the vending machine dispenses a single product which is Fairtrade certified or everything inside is Fairtrade certified, the following must be complied with:
01 Product image The pack image must be a true representation of approved retail packaging
• The pack image or images must be a true representation of approved retail packaging
BRAND Chocolate
02 Statement
• The machine must contain the relevant Fairtrade certified product as implied by the pack image or images
When the Mark is also displayed separately from the pack image, an accompanying statement must be placed next to the Mark
01 When the Mark is also displayed separately from the pack image, an accompanying statement must be placed next to the Mark eg: All the chocolate in this machine is Fairtrade certified
BRAND Chocolate
Action statement
An action statement or a Fairtrade Statement, see page 63, may also be added.
02
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ertified
Promotional materials VENDING MACHINES
Drinks vending and table top machines The Mark may be used on a hot drinks machine that mainly dispenses Fairtrade products, with some non-Fairtrade secondary ingredients (eg a Fairtrade hot chocolate dispenser which also adds milk, which is not certified).
01
The vending machine must have a separate brand name or logo clearly displayed Coffee, Fairtrade certified
A vending machine may be:
Coffee, Fairtrade certified Tea, Fairtrade certified
• Fairtrade retail product branded
Tea, Fairtrade certified
• Third party branded and must identify products that are Fairtrade on the fascia • Unbranded (except for the owner or operator of the machine) and must identify Fairtrade products on the fascia
01 Brand name
02
02 Fairtrade products Fairtrade products must be clearly marked, eg next to the push button
03 Statement A statement must be added coffee and tea next to the MarkThe confirming in thisand machine are Theproducts coffee tea the Fairtrade that are in thisFairtrade machine certified are being dispensed
fied
A vending machine must feature:
Fairtrade certified
• A brand or image of a Fairtrade retail product that is in the machine • A product statement next to the Mark confirming the Fairtrade products that are being dispensed, eg: All the coffee in this machine is Fairtrade certified
Action statement
An action statement or a Fairtrade Statement, see page 63, may also be added.
© Fairtrade Labelling Organizations International e.V. 2011
The coffee and tea in this machine are Fairtrade certified
03
FAIRTRADE Certification Mark Guidelines
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Promotional materials Advertising
Print and online Advertising The FAIRTRADE Certification Mark can be used on printed and moving image advertisements or advertorials providing the guidelines below are followed. The company or brand being advertised must be clear. The Mark must be clearly identifiable as an independent product certification label. It must not be used in any way that implies endorsement of the company brand, or in place of the company brand.
BRAND www.brand/fairtrade
Companies should avoid placing the Mark in the bottom right hand corner of a page or screen which could suggest the advertiser is Fairtrade.
Claims and statements about Fairtrade
All claims made about any part of the Fairtrade system must be accurate and statements made about Fairtrade must be agreed. These can either be drawn from a list of agreed statements or submitted to Fairtrade for approval.
© Fairtrade Labelling Organizations International e.V. 2011
01
02
01 Print advertising
02 Moving image
The Certification Mark can be used for print advertising and advertorials
On moving image advertisements (eg TV, film, screen) a strapline is not required providing the Fairtrade content is clear
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Promotional materials Press and events
Press articles In order for the FAIRTRADE Certification Mark to be used in a press article, it must be appropriately positioned adjacent to the relevant part of the article that talks about Fairtrade.
Fairtrade events or promotions
When holding a special promotional event, commitment to Fairtrade may be signalled in displays and stands showing Fairtrade products projected onto screens, or on tablecloths or backdrops for an event that is specifically promoting Fairtrade products. The Certification Mark must not be used to signify endorsement or sponsorship of an event by Fairtrade International or a Labelling Initiative, unless there is written approval, provided in advance.
Events and promotions
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At events or promotions the Certification Mark can be used on banners or display stands as long as it is clearly identifiable as an independent product certification mark
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Press articles In press articles the Mark must be positioned adjacent to the relevant part of the article that talks about Fairtrade
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Promotional materials Online use
Third party Websites The FAIRTRADE Certification Mark will be allowed to be added to a Licensee website providing the Mark is not positioned within the top header or permanent header bar of the homepage. The website owner or brand must be obvious. It must be clear that the Mark does not endorse or accredit the company. If using the Mark or web badge, see below, on the homepage, the appropriate Fairtrade products must be clearly denoted throughout the site.
Strapline When applying the Mark, you must also apply one of the accompanying straplines. Ensure the strapline and call to action are positioned next to or near the Mark
home about us contact
BRAND
log in | basket
Exception
Web badges
Web badges are allowed in lateral and footer permanent bars, but again there must not be any misinterpretation to suggest that more items are Fairtrade than is the reality or that the Mark endorses or accredits the company.
Approvals
Look out for products with this Mark
Product title
As an exception, the Certification Mark may be placed in the header bar if other certification marks or logos are also featured on the site and that is where they are located. If less than 100% of the offer is Fairtrade certified, a statement is needed, eg ‘Look for our Fairtrade certified products’ or ‘See our range of Fairtrade coffees’
Before going live with your website, submit a mock up of your artwork or a link to your non-live website page to your LI or FMO, or
[email protected], for written approval.
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Part Four Essential information
Packaging Guidelines
Part Four 4.1 Fairtrade Statement The Fairtrade Statement specifies the Fairtrade contents in the pack. This short text explains the meaning of the FAIRTRADE Certification Mark to consumers. The Fairtrade Statement and website are compulsory on every pack.
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Promotional Fairtrade Statement materials Positioning Overview of the Mark
Fairtrade statement – Overview Fairtrade Statement
Compulsory information
Optional information
For physically traceable and mass balance ingredients in composite or single ingredient products.
The Fairtrade Statement required to specify Fairtrade certified ingredients including the relevant Fairtrade website is compulsory on pack. It is compulsory to print the Fairtrade Statement in at least one language, preferably English, plus the Fairtrade website www.info.fairtrade.net on the pack. The first sentence is compulsory (short version) the second sentence is optional (preferred version).
The FAIRTRADE Certification Mark may be used on the back of pack if space allows but it is not compulsory.
Fairtrade ingredients and/or percentages of Fairtrade ingredients must be identified in a list that is separate from the product ingredient listing. Written or pictorial identifying elements, for example bold font type or symbols, must not be used within the main product ingredient listing to denote Fairtrade ingredients and/or percentages of ingredients. As stated in 2.2 of the Generic Fairtrade Trade Standard, the Fairtrade content of the food composite product must be identified on pack as a percentage. Fairtrade ingredients that are granted an exception may be required to be identified separately on the packaging. It is recommended that information about the Fairtrade ingredients and/or percentages of the ingredients in a product should be provided in a Licensee and/or brand hosted web page. Contents of this page must be submitted to the licensing body for approval.
Fairtrade website
Translations of the Fairtrade Statement Translations for the Fairtrade Statement for Physical Traceability or Mass Balance, see pages 64 and 65 for the English versions, are contained in a separate section of these guidelines.
The Fairtrade website is part of the Fairtrade Statement to allow consumers to find out more about Fairtrade. For international sales the international website, www.info.fairtrade.net, must be used. When a product is sold exclusively in a country where a Labelling Initiative (LI) or Fairtrade Marketing Organisation (FMO) is present, the use of the national website is allowed.
The Fairtrade Statements follow for products with ingredients that have physical traceability and for those that have mass balance. The Fairtrade Statement must appear in at least one language.
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Promotional Fairtrade Statement materials Positioning Physical traceability of the Mark
Physical traceability
Fairtrade Statement
Applicable for:
1. Short version – when space is limited
3. Optional statement
Composite or single-ingredient product.
[Name(s) of ingredient(s)]: Fairtrade certified and sourced from Fairtrade producers. Total xx%. Visit www.info.fairtrade.net
An optional additional sentence may be added to the Fairtrade Statement, if space allows. This sentence can reinforce the purchaser’s assurance of supporting Fairtrade producers.
Fairtrade ingredients and/or percentages of Fairtrade ingredients must be identified in a list that is separate from the product ingredient listing. Written or pictorial identifying elements, for example bold font type or symbols, must not be used within the main product ingredient listing to denote Fairtrade ingredients and/or percentages of ingredients. As stated in 2.2 of the Generic Fairtrade Trade Standard (GFTS), the Fairtrade content of the food composite product must be identified on pack as a percentage. Fairtrade ingredients that are granted an exception (section 2.2.4 of the GFTS) may be required to be identified separately on the packaging. It is recommended that information about the Fairtrade ingredients and/or percentages of the ingredients within a product should be provided in a Licensee and/or brand hosted web page. Contents of this page must be submitted to the licensing body for approval.
© Fairtrade Labelling Organizations International e.V. 2011
Example:
Cashew nuts, raisins, almonds: Fairtrade certified and sourced from Fairtrade producers. Total 65%. Visit www.info.fairtrade.net
2. Preferred version [Name(s) of ingredient(s)]: Fairtrade certified and sourced from Fairtrade producers. Total xx%. Fairtrade means fairer trading conditions and opportunities for producers in developing countries to invest in their businesses and communities for a sustainable future. Visit www.info.fairtrade.net An LI/FLO approved Licensee-drafted text may be included to indicate the source of the ingredient(s).
Examples: Purchasing
Buying Fairtrade certified products enables producers to have fair prices and decent working conditions.
Support to community
A proportion of the purchasing price of Fairtrade certified products is invested by farmers and workers in social, environmental and economic development projects.
Sustainability
There are strict Fairtrade certification standards designed to improve local sustainability and protect the environment where Fairtrade products are grown.
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Promotional Fairtrade Statement materials Positioning MASS BALANCE of the Mark
Mass balance
Fairtrade Statement
Applicable for:
1. Short version – when space is limited
3. Optional statement
1. Composite or single-ingredient products. 2. Composite products with a mixture of traceable and non-traceable ingredients.
[Name(s) of ingredient(s)]: traded in compliance with Fairtrade Standards, total xx%. Visit www.info.fairtrade.net
An optional additional sentence may be added to the Fairtrade Statement, if space allows.
The word ‘certified’, when used in relation to an ingredient, implies physical traceability so it must not be used.
Example:
Fairtrade ingredients and/or percentages of Fairtrade ingredients must be identified in a list that is separate from the product ingredient listing. Written or pictorial identifying elements, for example bold font type or symbols, must not be used within the main product ingredient listing to denote Fairtrade ingredients and/or percentages of ingredients. As stated in 2.2 of the Generic Fairtrade Trade Standard (GFTS), the Fairtrade content of the food composite product must be identified on pack as a percentage, Fairtrade ingredients that are granted an exception (section 2.2.4 of the GFTS) may be required to be identified separately on the packaging.
Examples:
Cocoa, sugar, almonds: traded in compliance with Fairtrade Standards, total 65%. Visit www.info.fairtrade.net
Purchasing
2. Preferred version
Support to community
[Name(s) of ingredient(s)]: traded in compliance with Fairtrade Standards, total xx%. Fairtrade means fairer trading conditions and opportunities for producers in developing countries to invest in their businesses and communities for a sustainable future. Visit www.info.fairtrade.net If a Licensee is able to declare traceability on one or more ingredients, an LI/FLO approved Licensee-drafted text to indicate the source of the physically traceable ingredient(s) may be included.
Buying Fairtrade certified products enables producers to have fair prices and decent working conditions.
A proportion of the purchasing price of Fairtrade certified products is invested by farmers and workers in social, environmental and economic development projects.
Sustainability
There are strict Fairtrade certification standards designed to improve local sustainability and protect the environment where Fairtrade products are grown.
It is recommended that information about the Fairtrade ingredients and/or percentages of the ingredients within a product should be provided in a Licensee and/or brand hosted web page. Contents of this page must be submitted to the licensing body for approval.
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Promotional Fairtrade Statement materials Positioning of the Mark
Physically traceable and Mass balance ingredients
Products containing more than 50% liquids
Applicability
It is allowed to communicate benefits for Fairtrade producers in a country on packaging providing that no reference to the ingredient is made.
‘Excluding water’, ‘Excluding dairy’, ‘Excluding milk’, ‘Excluding yoghurt’, ‘Excluding (name liquid ingredient being excluded)’ must be added next to Fairtrade ingredient percentage if this is calculated excluding the added water or dairy.
Section ‘2.1 Traceability’ of the Generic Fairtrade Trade Standard applies to all Fairtrade operators.
Allowed, for example:
Fairtrade producers in Ghana may decide to use the Fairtrade Premium to build a school.
Please note: • The Licensee and/or brand owner (if different) is responsible for any claim made on pack about benefits to specific Fairtrade producer organisations and these must be substantiated.
Example:
If the percentage of sugar in a soda drink has been calculated to be 85% without including the water content, it must be indicated on pack that this calculation has been made excluding water.
Section ‘2.2 Product Composition’ (the new food composite product rules) applies to all Food Composite Products certified from the 1st July 2011 onwards. Products certified before the 1st July have a two year transition period. The transition period to apply labelling that complies with the current GFTS is governed by your licence contract. Please contact your licensing body for more information.
• Information about the claim has to be made readily available to the consumer in a Licensee and/or brand hosted web page. • The Licensee and/or brand hosted website has to be on the package. • No claims are to be made on pack without a web page with the relevant information. • Contents of this page must be submitted to the licensing body for approval.
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Packaging Guidelines
PART FOUR 4.2 Appendices This section includes advice on: Artwork approval Licensee responsibilities Protecting the Mark Use of Fairtrade terms and glossary Contact points
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Appendices Artwork approval and Licensee responsibilities
Artwork approval
Process and timings
Fairtrade International has licensed the Certification Mark to national LIs so that they are able to issue it to Licensees in their country for use on Fairtrade certified products. If packaging is created in line with these guidelines, it will be acceptable in all destination markets for cross-border sales. All artwork must be approved in writing by the LI or FLO artwork teams prior to printing or publication.
The artwork team at Fairtrade International or the national LI will make every effort to approve artwork submissions that meet the instructions outlined in these guidelines. Care given to accuracy of artwork production means that the approval process is more straightforward.
Please check that artwork complies with these guidelines and the artwork submission checklist on page 34.
The team will endeavour to respond quickly; aiming to respond in one week from receipt of initial artwork, and then to complete the approval process within three weeks of the artwork’s first submission. This response rate depends on the artwork fully complying with these guidelines and the product being certified. It is good practice to allow sufficient time for the artwork approval process.
Please note: incomplete information on artwork applications will result in a delay.
Licensee responsibilities
All packaging artwork applications should be sent to the relevant LI or FMO or to
[email protected].
It is the Licensee’s responsibility to ensure that artwork is compliant with: 01 These guidelines 02 Fairtrade Standards 03 T he Fairtrade certified products detailed in the Product Schedule in the Licensing Agreement 04 L icensees must also ensure that product applications are submitted before or at the same time as artwork. Artwork must comply with relevant labelling regulations in the destination market.
© Fairtrade Labelling Organizations International e.V. 2011
Fairtrade related claims on packaging must be able to be substantiated. The Licensee may be asked to provide evidence to support any claim made which is linked to the Mark and/or the Fairtrade system. Fairtrade International and LIs reserve the right to refuse use of the Mark until the claim is substantiated, corrected or withdrawn. The Licensee must make certain that both the product and the artwork are approved prior to publication or printing or public distribution of any product or packaging that displays the FAIRTRADE Certification Mark. The Licensee must also ensure that any third parties, including design agencies, retailers or other companies who create artwork, comply with these guidelines.
Transition period
From the issue date of new guidelines, Licensees have a 12 month period to comply on new packaging and promotional material. An extension can be requested from an LI or FLO in special circumstances. However, the Licensee will be allowed to use remaining packaging already approved and produced during the transition period until the supply runs out.
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Appendices Disclaimer
Disclaimer Fairtrade International licenses the use of the FAIRTRADE Mark (‘the Mark’) to companies on products which meet international Fairtrade Standards. The right to apply the Mark is granted only for certified products that are listed in the Licensing Agreement and does not make any statement about the companies or organisations selling them. The licensing of a company to use the Mark by Fairtrade International or a LI is subject to the company signing and complying with the requirements of the Licensing Agreement. The approved use of the Mark is not valid for any product other than the certified product/s that is/are specified in the Licensing Agreement.
The Licensee is responsible for ensuring the correct use of the Mark and word Fairtrade on packaging and promotional materials at all times. Fairtrade International, or the relevant LI, is not the seller and does not take responsibility for any other claims made on packaging or related to the product otherwise and makes no warranties whether express or implied (including without limitation, implied warrant of merchantability) as to the product sold by the Licensee or seller. Certification means only that, at the time of certification, the product, its composition and packaging conformed to the requirements and procedures specified in the Licensing Agreement and Fairtrade Standards.
The Licensee and/or seller, whose name appears on or is attached to the product, is solely responsible for the product labelling, packaging and other information thereon. It is the Licensee’s and/or seller’s responsibility to ensure that packaging and labelling comply with all relevant labelling legislation and standards, and that all claims and statements relating to Fairtrade and the Fairtrade Premium are accurate, up-to-date at the time of printing and can be substantiated if required.
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Appendices Protecting the mark
Protecting the Mark
Misuse
Copyright
The FAIRTRADE Certification Mark is the exclusive property of Fairtrade International (FLO).
In the event of misuse of the Mark by a registered Licensee, the complaint and misuse will be processed through the Fairtrade’s complaints procedure and, as a minimum, the following procedure will be implemented:
All information within the FAIRTRADE Certification Mark Guidelines is the copyright of Fairtrade International. Reproduction in whole or in part of any content of these guidelines is allowed only with the written permission of the brand manager at Fairtrade International.
Fairtrade actively monitors the use of the Mark on packaging and promotional materials in the marketplace and will take appropriate action to protect its integrity. Licensees are encouraged to notify Fairtrade International or national LI where any suspected misuse is identified.
• The report of the misuse will be logged in the appropriate register of complaints or misuse • The company or organisation misusing the Mark will be contacted in writing and/or by telephone and the complaint investigated • Where appropriate, corrective action will be required within a time limit. The time-frame will be dependent upon the medium in which the violation appeared and the severity of the violation or misuse • Follow-up action will be conducted to ensure the misuse has been corrected Failure by the Licensee to take required action may result in the suspension or termination of a Licensee’s license and/or legal action. In the event of the Mark being misused by a third party, the infringement will also be processed through the complaints procedure and the organisation notified that the product/s must be withdrawn from sale or the promotional materials from circulation and/or its website with immediate effect. Fairtrade International reserves the right to take legal action against any party that reproduces, copies or associates with the FAIRTRADE Certification Mark in any form whatsoever, without prior authorisation.
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Appendices Fairtrade terms and Artwork terms
Fairtrade terms It is important that all text and imagery that refers to or is associated with the Fairtrade certification system and/or the FAIRTRADE Mark is accurate.
Artwork terms Artwork: electronic file, normally in PDF format, as a two dimensional image, with full measurements, cutter, seal and fold guidelines CMYK: 4 colour print process
The following words must be written as follows at all times: FAIRTRADE Certification Mark: uppercase for FAIRTRADE, capital C for Certification, capital M for Mark
EPS/Illustrator EPS: vector file of the FAIRTRADE Certification Mark supplied by Fairtrade for professional printing
‘Fairtrade’ in relation to the Fairtrade certification system: one word (not two) with a capital F
Pantone Matching System™: the international system used by the printing industry to classify specific colours
Fairtrade Standards: capital F for Fairtrade, capital S for Standards
PDF: Portable Document Format, the preferred format for submitted artwork
Fairtrade Premium: capital F for Fairtrade, capital P for Premium Fairtrade labelling: capital F for Fairtrade, lower case l for labelling
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Appendices glossary
Glossary Composite product: a multi-ingredient product which complies with the Composite Product Standard. Composite Product Standard: defines the conditions under which multi-ingredient products containing Fairtrade ingredients can be labelled with the FAIRTRADE Mark and sold in international markets.
Labelling Initiative (LI): full member of Fairtrade International. The LI is responsible for licensing, marketing, business development and awareness raising in a defined geographical area. An LI has the right to sub-license the FAIRTRADE Certification Mark to Licensees and third parties in its area.
Cross border sales: selling products into multiple international markets.
Licensing Agreement: the agreement between Fairtrade International or a Labelling Initiative and a Licensee which includes setting out the conditions for using the FAIRTRADE Certification Mark.
Fairtrade International (Fairtrade Labelling Organizations International e.V., FLO): the international Organization comprising LI and partner organisations in consumer and producer countries. Fairtrade International is responsible for developing Fairtrade Standards and managing producer and trader registers.
Licensee: a company that has signed the Fairtrade Licensing Agreement and is therefore licensed to apply the FAIRTRADE Certification Mark to products covered by the agreement.
FAIRTRADE Certification Mark: used on products meeting Fairtrade Standards as defined by Fairtrade International (FLO). The FAIRTRADE Mark is a registered trademark and independent product certification label. Fairtrade Marketing Organization: Fairtrade Organizations without licensing operations, responsible for promoting Fairtrade in their countries. Ingredients or components: all raw materials and constituent parts of the finished product as offered for sale by the Licensee.
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LI reference code: Fairtrade reference code given to each Licensee. Mass balance: ingredients like cocoa, tea, juice and sugar can come from many different farms and countries and often have to be mixed together; Fairtrade with nonFairtrade, for transport and production. Unless volumes are very small or extremely large, it is often not practical or is too expensive to keep them completely separate.
Organic: certified as meeting the organic standards of a recognised organisation or body. Packaging: all materials normally supplied as part of the product and includes all containers, wrappers, labels and transit packaging that carries the FAIRTRADE Certification Mark. Physical traceability: means that Fairtrade products can be physically separated from non-Fairtrade products at all stages of the supply chain. Physical traceability is advisable but not compulsory for cocoa, cane sugar, fruit juice and tea. Physical traceability is compulsory for all other Fairtrade products. Private label: a product made by the Licensee for the brand owner. Products/product schedule: any or all of the Licensee’s products detailed in the Licensing Agreement. Single Fairtrade product: a sole ingredient product like coffee. 100% of the product must be Fairtrade certified to carry the FAIRTRADE Certification Mark.
Out-of-home products: food or drink consumed on the move or away from the home environment.
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Registered Trademark
Artwork approval
® The FAIRTRADE Certification Mark is the intellectual property of Fairtrade International (Fairtrade Labelling Organizations International e.V., FLO) and is internationally registered as a trademark. The Mark must not be altered, copied, reproduced or otherwise used without receiving prior written permission from Fairtrade International or its designated sub-licensing bodies; Labelling Initiatives – LIs.
Contact Fairtrade International by email:
[email protected] For non-LI countries or the relevant LI, see below.
Contact details Fairtrade International (FLO)
Credit
Fairtrade International can be contacted at: Bonner Talweg 177 53129 Bonn Germany Tel +49 (0) 228 949 23 237 Fax +49 (0) 228 242 1713 www.fairtrade.net
Design
Labelling Initiatives (LIs)
© Fairtrade International 2011
Britta Frühling / www.fruhling.co.uk
Photographers
The Labelling Initiatives’ contact details can be found at: www.info.fairtrade.net
Frédéric Raevens (page 1) Nathalie Bertrams (page 4) Oliver Scheel, Jasper Carlberg, Lena Granefelt (page 9) Malin Olofsson, Linus Hallgren (page 20) Kennet Havgaard (page 24) Linus Hallgren (page 50) Didier Gentilhomme (page 63)
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